The San Diego match is a major turning point in the quest to expand rugby in the United States.
According to Forbes.com, Mark Robinson, the chief executive of New Zealand Rugby, the team’s July 19 match against Fiji in San Diego will demonstrate the organization’s seriousness about expanding its American fan base. ‘North Star’ was the choice made by World Rugby to host the Women’s Rugby World Cup in 2033 and the Men’s Rugby World Cup in 2031. Prior to those tournaments, NZR was eager to make sure the All Blacks brand was prominently shown on US soil.
This was due to NZR’s belief that the US may eventually become a major rugby market, and the opportunity to raise rugby awareness through matches like the one versus Fiji. Nearby major Pacific Island populations in the Bay Area and Hawaii, San Diego has a population of approximately 13.6% Pacific Islanders, according to the US Census for 2022.
In contrast to previous instances, like the New Zealanders’ victory over the USA Eagles at Fed Ex Field in 2021 and Ireland’s victory over the All Blacks in Chicago in 2016, which were considered one-off events, this year’s game marked the beginning of their goal to establish an enduring fan base and a longer-term US schedule. Robinson stated that he believes fans will enjoy the week of off-field activities leading up to the game and anticipates a sellout attendance of 35,000 for the San Diego game.
Aside from the actual match, Forbes.com stated that NZR was vying to establish a lasting relationship with American supporters by establishing relationships off the field with American colleges, business executives, content producers such as Dude Perfect, and casual fans. They collaborate with Stanford University and provide an executive education program that lets attendees see how the All Blacks win. Additionally, they were producing more content on NZR+ in an effort to reach a wider audience and increase fan interaction.
Rugby in New Zealand has always had ties to the US. In 1913, the All Blacks toured California, and the Originals concluded their northern hemisphere tour with games in San Francisco in 1905–06. Along the way to tours of Wales in 1980 and Britain and Ireland in 1967, games were also played. According to Forbes.com, the All Blacks are anticipated to play a match in October of the following year on the East Coast, home of the New England Free Jacks, the Major League Rugby winners and a region with significant ties to collegiate club rugby.
Given the caliber of players on both teams, Robinson noted that playing Fiji in San Diego would be an exciting chance and one of the more unusual games to be brought to the US.
